Charter Corporation manufactures a single product that has a cost of $350. The company uses a 70% markup on cost to arrive at a selling price of $595, which results in a price that virtually always exceeds that of the market leaders. If Charter changes to the approach known as target costing, the company will first: undertake a thorough study of competitors' prices. change the markup so that it is based on sales rather than based on cost. attempt to re-engineer its product. trim its $350 cost. reduce its 70% markup rate.